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THEIA: Thermal Insulation – A Business Strategy

THEIA: Thermal Insulation – A Business Strategy
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Author(s): Paulo Botelho Pires (Porto Business School, Portugal), António Correia Barros (Politécnico do Porto, Portugal) and José Duarte Santos (Polytechnic Institute of Gaya, Portugal)
Copyright: 2022
Pages: 31
Source title: Cases on Digital Strategies and Management Issues in Modern Organizations
Source Author(s)/Editor(s): José Duarte Santos (Instituto Superior Politécnico Gaya, Portugal)
DOI: 10.4018/978-1-7998-1630-0.ch006


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THEIA provides technical solutions for the construction industry, specializing in materials for thermal insulation. It is positioned in the middle of the distribution channel, between manufacturers and construction companies, and the profound changes that occurred in the sector had repercussions on the company's activity, forcing it to rethink its business strategy. THEIA repositioning was studied according to a specific methodology, combining analysis techniques to assess organizations' internal capacity and the exploration of external conditioning factors. The strategic plan used financial and commercial information from THEIA and from the sector where it operates, according to the following steps: analysis of THEIA's internal situation, external positioning of THEIA in the national market, definition of strategic objectives, elaboration of scenarios and recommendations.

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